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The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader
- Date Issued:
- 2017
- Summary:
- Competitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull Advertising, revealed emphasis on action sports. However, Phase II (i.e., secondary, qualitative, and survey research) revealed college students use energy drinks to increase academic performance. Phase III, Experimental Research, estimates the relative persuasive effectiveness of action sports versus academic themes in Monster advertisements. Ho: no different in persuasive effectiveness among action sports, academic performance, and neutral theme (control) on dependent variables (likeability, relevance, intention to buy). Ethical standards were met by using valid scales borrowed from scholarly marketing journals, consent form, and APA standards.
Title: | The Role of Persuasion Theory and Advertising Message Strategy: Implications for attacking a market Leader. |
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Name(s): |
Salcedo, Joseph Berkheimer, Blake Smith, Allen E. Office of Undergraduate Research and Inquiry |
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Type of Resource: | text | |
Genre: | Poster | |
Date Created: | 2017 | |
Date Issued: | 2017 | |
Publisher: | Florida Atlantic University | |
Place of Publication: | Boca Raton, Florida | |
Physical Form: | application/pdf | |
Extent: | 1 p. | |
Language(s): | English | |
Summary: | Competitive theory suggests market challengers embrace either a head-to-head attack or flanking maneuver as alternative strategies to attack the market leader. Our research-in-progress, a threephase systematic research plan of action, will reveal whether Monster Energy drink should convey action sports (head-to-head attack) or academic performance (flanking strategy) in advertising targeting college students to challenge Red Bull, the market leader. Phase I, Content Analysis of Red Bull Advertising, revealed emphasis on action sports. However, Phase II (i.e., secondary, qualitative, and survey research) revealed college students use energy drinks to increase academic performance. Phase III, Experimental Research, estimates the relative persuasive effectiveness of action sports versus academic themes in Monster advertisements. Ho: no different in persuasive effectiveness among action sports, academic performance, and neutral theme (control) on dependent variables (likeability, relevance, intention to buy). Ethical standards were met by using valid scales borrowed from scholarly marketing journals, consent form, and APA standards. | |
Identifier: | FA00005635 (IID) | |
Subject(s): | College students --Research --United States. | |
Held by: | Florida Atlantic University Libraries | |
Sublocation: | Digital Library | |
Persistent Link to This Record: | http://purl.flvc.org/fau/fd/FA00005635 | |
Restrictions on Access: | Author retains rights. | |
Host Institution: | FAU |